Increasing application conversions, lowering cost per click

Northcentral Technical College Digital Advertising

Northcentral Technical College needed to continue getting solid results from their digital media efforts. But with leaner budgets ahead, their marketing team needed a strategy that could produce more enrollment-bound clicks with a smaller ad spend, which sparked our team in creating their successful digital media strategy.

Insight

In times of low unemployment rates, technical and community colleges see a decrease in enrollments for FTEs. That means less prospects and more competition for the highly valued application clicks. That meant that advertising messaging and imagery needed to be in tight harmony with the payoff content on NTC’s website. Through website copy improvements and paid ad alignment, KW2 was able to create an online campaign that provided higher returns while using less budget.

Action

Since 2014, KW2 has managed all of NTC’s paid digital media efforts. We’ve built our success on continual campaign insights and recommendations, [IL: ANNO>TIMOPTI] guided by in-depth quarterly ad performance reporting. In addition, our easy-to-use digital media dashboard gives higher education marketing clients on-demand access to online campaign metrics—making it fast and easy to implement smart, data-backed improvements.

Result

Today, Apply button clicks cost NTC 46% less than they did just two years ago and we’ve boosted conversions by 75%, dramatically increasing impressions. More importantly, we’ve improved NTC’s buy efficiency year-over-year four years and running. Our insights have helped the college develop high-performance creative assets. And KW2’s high-touch approach to higher education marketing and media placement allows NTC to extend their team’s marketing capabilities without adding personnel.

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